The Australian government has commissioned the Department of Broadband, Communications and the Digital Economy to establish a Convergence Review. The Review’s charter is to review the convergent nature of the many communication channels available to businesses, groups and individuals. In a nutshell, where licences were issued for TV and radio, this outdated model does not match the modern day availability where anyone can “self-publish” via blogs, tweets etc.
You can review the Interim Report Here. In section 4, the Review makes the following statement about what constitutes a ‘Content Service Enterprise’.
It is recommended a new content and communications regulatory policy framework be built around the concept of a ‘Content Service Enterprise’. A Content Service Enterprise would be determined by threshold criteria relating to the scale and nature of operations involved in supplying content services. These criteria might include:
- the viewer/user/subscriber base meeting a threshold
- the service originating in Australia or being intended for Australians
- the provider having the ability to exercise control over the content
- the operating revenue or commercial scale of the enterprise meeting a threshold.
Content Service Enterprises will have obligations in relation to content standards, media diversity and Australian content.
© DBCDE Convergence Review
In our business, we see the provision of content as a key component of our go to market strategy. To be candid, it’s part of our lead generation strategy, the provision of blogs like the one you’re reading today is done with the view that as prospects stumble across our blogs or our website they may see CRMNow as a source of valuable and insightful information.
Does this make us a ‘Content Service Enterprise’? On the surface yes, but the interim report doesn’t really go into detail. We’ll never be a News Limited, nor is that part of our strategy. The interim report goes onto say:
Regulation should be applied to Content Service Enterprises regardless of the technology or delivery platform used. It is proposed that obligations focus on the entity or enterprise that provides the service and the nature and scale of that service, rather than the mode of delivery. This approach is consistent with community views as reflected in recent Australian Communications and Media Authority (ACMA) research.6 This research indicates that Australians expect branded online content to meet the same or comparable standards as offline content.
However, it is not intended that all content providers be classified as Content Service Enterprises.
Emerging services, start‐up businesses and individuals should not be captured by unnecessary requirements and obligations. Despite this, all content providers will still be subject to some requirements, such as those protecting children from harmful content.
© DBCDE Convergence Review
As a company in the ‘tech sector’ we see and understand the pressures on businesses as they are required to manage their online content and presence. The other key issue is that with the many broadcast channels which the Review cites above, comes the challenge to manage the content. At CRMNow, we have this same challenge, however we see a solution to help organisations of all sizes manage the influx of communication both from your business and from your prospects and customers.
The communication now flows in a very powerful two way direction. Smarter companies are realising that they no longer have absolute control over their brand or their messaging. If any of these issues ring alarm bells for you, please contact a member of the CRMNow team today to talk about this further.
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